The initiative, which translates to "Live Your Game" in English, was developed in partnership with the fast-food giant's Hispanic AOR, Boden PR.

OAK BROOK, IL: McDonald’s is leveraging the World Cup to reach Hispanic Millennials through a digital campaign called #ViveTuJuego.

The initiative, which translates to "Live Your Game" in English, was developed in partnership with the fast-food giant’s Hispanic AOR, Boden PR

Since launching on Twitter last week, the effort has received media attention from Univision's Despierta América, one of the highest-rated morning shows in the US Hispanic market, as well as Telemundo's En Vivo, Univision's Primer Impacto, MSN Latino, and other sources.

Boden is using an earned and owned strategy for the campaign, incorporating traditional PR, social media content, and influencer engagement, said Natalie Boden, president and MD of the eponymous firm.

"Millennials, especially Hispanic Millennials, are incredible curators, and they’re going to choose their brands much like they choose their content, based on how the brand is reflecting their passions and interests," she explained.

The influencer and content strategy for the campaign has included working with Danilo Carrera, an anchor on Univision’s República Deportiva, added Boden. McDonald’s will also conduct a contest for fans with Carrera, she said.

Jenina Nuñez, US communications manager for McDonald’s USA, said in an emailed statement that the objective of the initiative is to connect with Hispanic Millennials "in a relevant and authentic way during one of the most globally watched sporting events in the world."

"The response so far has been overwhelmingly positive across the board, and we look forward to taking our fans through to the finals," she added.

Boden’s social media efforts include highlighting in-game moments and country pride with Vine videos and photos on McDonald’s @MeEncanta Twitter handle.

At 9 pm EST on Wednesday, Boden will help to launch a Twitter party with @LatinaMomBloggers and celebrity guests Periko and Jesse Leon, an up-and-coming Latino pop duo that created a soccer anthem for the campaign called "Viva Tu Juego." Consumers who take part can win prizes like soccer jerseys and hoodies.

To keep the buzz going throughout the tournament, Boden said the firm will use real-time marketing to bring World Cup-themed events to life on social media. For example, it will try to take advantage of occurrences like Brazil and Mexico competing to get the most Twitter followers during their match on Tuesday.